PPC Strategy

PPC strategy that actually grows the business

Performance marketing isn't about spending efficiently. It's about making the right decisions — fast — to turn ad investment into predictable, profitable growth.

Scope

What's included — and what isn't.

Clarity on what this service actually solves, so there's no mismatch in expectations.

Included

  • Cross-channel diagnosis (Google, Meta, and other paid networks)
  • Decision framework for budget and priorities
  • Alignment between performance and business goals
  • Testing structure and learning-speed optimization
  • Ongoing strategy tracking and adjustment

Not included

  • Daily operational execution across every platform (the focus is strategy; tactical execution can be delegated)
  • Creative production
  • Organic traffic management
  • Fixed-timeline result guarantees
  • Product branding or pricing decisions

Cross-channel strategy

PPC is a decision system, not a collection of campaigns.

Google, Meta and LinkedIn differ, but share dependencies: proposition, creative, audience, landing page, measurement and commercial process.

Questions shaping the strategy

Capture or create demand?

Existing intent, category maturity and channel role determine message, targeting and expected return.

What are the economics?

Margin, LTV, CAC, payback, pipeline and operating capacity define how much growth can be bought sustainably.

How do we learn?

Hypotheses, variable isolation, decision windows, conversion delay and documentation prevent reactive optimisation.

Working artefacts

  • Channel and role map
  • Budget model and scenarios
  • Testing framework
  • Creative and audience plan
  • Reporting and decision cadence

What PPC cannot solve alone

  • Unclear offer
  • Website blocking conversion
  • Untrusted tracking
  • Insufficient commercial follow-up

Frequently asked questions

What's the difference between campaign management and PPC strategy?

Management is running a campaign well; strategy decides where to invest, how the account is structured, what each channel is meant to do, and how that maps to CAC, LTV and margin.

Do you run an audit before taking over an account?

Yes. I always audit the account, tracking and structure before proposing any change — so recommendations rest on real data rather than assumptions.

Do you optimize for CAC / ROAS or for volume?

Both, depending on stage. SaaS and B2B usually CAC / pipeline; e-commerce ROAS combined with margin. The goal drives the strategy, not the other way around.